Repositioning Dabur
Question 1:
Analyze the reasons that impelled Dabur to refine its Ayurvedic image to that of a herbal FMCG company?
Answer:
Dabur India Limited started as a medicine manufacturer in 1884 by Dr S K Burman in West Bengal. It was started as a proprietary firm for the manufacture of Ayurvedic drugs. Daburinitially used to send medicines to villages in Bengal by mail.The company marketed an allopathic drug, Plagin, to combat the then prevalent epidemic of plague. In 1896, Dr. Burman set up a small manufacturing plant at Garhia near Calcutta for mass production of chemicals and Ayurvedic drugs.In the early 1900s, the next generation of Burmans took a conscious decision to focus more on the Ayurvedic medicines market, as they believed that it was only through Ayurveda that the healthcare needs of poor Indians could be met.
In 1919, Dabur set up a Research & Development laboratory to conduct research on Ayurvedic medicines. Their manufacturing processes used to be as described in ancient Indian scriptures and developed the process of utilizing modern equipment to manufacture these medicines without reducing their efficacy. The following year, Dabur set up manufacturing facilities for Ayurvedic Medicines at Narendrapur, West Bengal and Daburgram, Bihar in India.Dabur also expanded its distribution network in Bihar and the North Eastern regions. In 1936, the company was incorporated under the name Dabur India Pvt. Ltd.
In 1940, Dabur launched Dabur Amla Hair Oil, and later in 1949, the company launched Chyawanprash in a tin pack making it the first branded Chyawanprash in the country.The company expanded its portfolio by adding oral care products in 1970. Dabur LalDantManjan was the first product to be launched under its oral care portfolio. In 1972, Dabur shifted base from Kolkata to New Delhi and started production from a hired manufacturing facility at Faridabad, U.P. In 1978, Dabur launched the Hajmola tablet. Dabur set up 'The Dabur Research Foundation
Analyze the reasons that impelled Dabur to refine its Ayurvedic image to that of a herbal FMCG company?
Answer:
Dabur India Limited started as a medicine manufacturer in 1884 by Dr S K Burman in West Bengal. It was started as a proprietary firm for the manufacture of Ayurvedic drugs. Daburinitially used to send medicines to villages in Bengal by mail.The company marketed an allopathic drug, Plagin, to combat the then prevalent epidemic of plague. In 1896, Dr. Burman set up a small manufacturing plant at Garhia near Calcutta for mass production of chemicals and Ayurvedic drugs.In the early 1900s, the next generation of Burmans took a conscious decision to focus more on the Ayurvedic medicines market, as they believed that it was only through Ayurveda that the healthcare needs of poor Indians could be met.
In 1919, Dabur set up a Research & Development laboratory to conduct research on Ayurvedic medicines. Their manufacturing processes used to be as described in ancient Indian scriptures and developed the process of utilizing modern equipment to manufacture these medicines without reducing their efficacy. The following year, Dabur set up manufacturing facilities for Ayurvedic Medicines at Narendrapur, West Bengal and Daburgram, Bihar in India.Dabur also expanded its distribution network in Bihar and the North Eastern regions. In 1936, the company was incorporated under the name Dabur India Pvt. Ltd.
In 1940, Dabur launched Dabur Amla Hair Oil, and later in 1949, the company launched Chyawanprash in a tin pack making it the first branded Chyawanprash in the country.The company expanded its portfolio by adding oral care products in 1970. Dabur LalDantManjan was the first product to be launched under its oral care portfolio. In 1972, Dabur shifted base from Kolkata to New Delhi and started production from a hired manufacturing facility at Faridabad, U.P. In 1978, Dabur launched the Hajmola tablet. Dabur set up 'The Dabur Research Foundation